Costco, Walmart, June de Redpin Walmart gets a huge reality check in the United States and Costco celebrates it
Walmart faces a tough setback in the United States while Costco takes the opportunity to strengthen its position in the market
Changes in consumer behavior in the United States have caused unexpected surprises for some major brands like Walmart and Costco. Although for years certain chains seemed untouchable in the public's mind, new priorities have shaken up the board. What used to be enough to stand out now seems insufficient.
The latest 2025 Reputation Ranking, prepared by Axios and Harris Poll, revealed that Walmart is no longer among the most valued brands in the country. In a survey of more than six thousand people last March, it was shown that ethics, treatment, and quality weigh more than low prices. While Walmart declines, its competitors are seizing the opportunity to shine.
Trader Joe’s and Costco lead a new era
The chain Trader Joe’s has managed to position itself as the brand with the best reputation in the country. Founded in 1958, it has been able to adapt to the times, offering a close experience and a diverse selection without giving up competitive prices. Its score in the ranking was 82.1, which represents a notable increase compared to last year.
Meanwhile, Costco ranked second with a score of 80.6. This chain, famous for its membership system and wholesale format, was especially valued for its commitment to quality and customer loyalty. Costco's exclusive model seems to be a success that has strengthened its reputation.
Other brands that also surpassed Walmart include Home Depot, which reached third place with 78.6 points. Although it specializes in home products, its customer service and responsiveness were also key aspects in its rise. The full top 10 list includes names like Patagonia, Microsoft, Nvidia, and Apple.
A blow that forces a complete rethink
The fall of Walmart in this ranking represents much more than a simple loss of prestige. For decades, its promise of low prices and wide reach made it an unbeatable giant. However, this time Walmart didn't make it into the top 10, since consumers value other elements that previously took a back seat.
Being left out of the top most valued brands is a serious warning for the company. It means that millions of people no longer see Walmart as synonymous with trust or excellence. Ethics, purpose, and personalized experience are now key in public perception.
This new context forces all companies in the United States to rethink their strategies. It's not enough to offer discounts or have a presence across the country. Connection with customers, respect for values, and consistency are the factors that determine who wins or loses in the battle for reputation.
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